TLDR From January 1, 2027, gambling ads in Australia cannot feature celebrities, athletes or influencers. Licensed wagering operators will also be banned from making ad deals with these people. The rules cover TV, radio, news websites, social media and online games. New ACMA guidance explains who is covered, possible exceptions and how breaches may be assessed. The ACMA calls this “initial industry guidance” and may issue formal guidance later.
The Australian Communications and Media Authority (ACMA) has released its first guidance on new rules that ban well-known people from gambling ads. The rules take effect on January 1, 2027.
The guidance was published on October 19, 2026. It is meant to help gambling companies understand what they can and cannot do under the new rules.
Who Is Covered by the Ban
Starting next year, gambling operators in Australia will not be allowed to feature high-profile people in their ads or marketing materials. This includes celebrities, athletes and online influencers.
Licensed operators will also be barred from making advertising deals with these people. The ACMA said licensed online wagering providers cannot enter contracts tied to the sponsorship, participation or involvement of such a person in promoting wagering ads in Australia.
The ban applies to both broadcast and online ads. TV, radio, news websites, social media and online games are all covered.
The ACMA listed the types of people who fall under the rules. They include current or former professional sports players and athletes.
The list also covers current or former celebrities, influencers and other prominent individuals. The Minister can also name more groups of people who will be covered.
What the Guidance Explains
The ACMA said it understands that meeting the new rules may be hard for Australian sportsbooks. For that reason, it has published guidance with more